Inside Twitter's Hidden Agenda: Decoding Jobs-to-be-Done for a Game-Changing Experience

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Back in 2021 two consultants from a consulting firm named Innosight published a piece on Harvard Business Review about Twitter and Jobs-to-be-Done (JTBD). Here’s the piece…

How Twitter Applied the “Jobs to Be Done” Approach to Strategy (hbr.org)

I recommend readingthrough the article. Essentially it states what actually happened, there were scores (or hundreds) of jobs that came out of their research but they really rolled up into 3 core jobs. This is how Jack Dorsey expressed them…

• Inform Me

• Have a conversation

• Inform Others

Clearly, there was some influence from one of the other schools of JTBD thought that believes the structure of jobs statements should be an order. At least it wasn’t aspirational or conflated with a bunch of assumed unmet needs. But there’s a reason for that…

…the study was done by Strategyn, not Innosight. Also, this was before I joined Strategyn and I had absolutely nothing to do with the study, nor did I have access to it, so everything I know is conjecture or hearsa…